New brand debuts in Sydney

Amalgamated Holding Ltd has announced the expansion of its hotel business with the launch of a new concept brand, Atura Hotels. Atura brings an innovative approach to urban accommodation delivering quality and service at affordable pricing in locations selected to meet growing city-sprawl demands.

AHL will roll-out the brand across Australia over the next three years with properties planned in fringe city CBD suburbs and business parks. The first Atura Hotel will open this week and is located in Sydney’s South-Western hub of Blacktown next to the new Skyline Drive In and Wet & Wild.

AHL operates QT Hotels & Resorts in Sydney, Gold Coast, Port Douglas and Falls Creeks with further expansion plans currently underway for hotels in Canberra and Melbourne. Additionally, AHL also operates the Rydges chain.

Renowned hotel designer Nic Graham, namely known for his work on QT Hotels & Resorts, leads the charge of designing the first Atura Hotel in Blacktown to imprint the unique urban, industrial art inspired design style. Guest and public areas will be designed to maximise natural surroundings ensuring an escape from the standard utilitarian offerings. Extensive use of dynamic open spaces, natural light, glass and a mandate to provide serenity and comfort ensure the Atura Hotels will engage guests with a fresh and much sought after experience.

“Atura brings a fresh approached to the local Australian accommodation industry,” said group managing director, AHL David Seargeant. “The Atura brand is part of a growing global trend towards design-driven hotels offering guests a unique experience – Atura does this with even more value.”

There are plans to grow the brand to six properties within the next three years with two Rydges properties in undisclosed locations to be rebadged and new properties in Melbourne and Western Sydney under negotiation.

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